New Research to Enhance the Strategic Role of the Communication Function

Although research-based knowledge of publics and the evaluation of public relations has been available for years, other concepts and tools related to the strategic management role of public relations have been developed within the last twenty years. Some examples of research to develop these new concepts and tools include:

  • Environmental scanning: Research to identify problems, publics, and issues and to evaluate information sources to bring information into the organization (Chang, 2000).
  • Publics: Research to develop the situational theory and to explain the social nature of publics (Aldoory, 2001; Kim, 2006; Kim, Grunig, & Ni, 2010; Sha, 1995).
  • Scenario building: Research ...

Get The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial